BaptistCare launches new Vision, Purpose, Values and Brand

BaptistCare is proud to share our new Vision, Purpose, Values and Brand, a reflection of who we are and how we show up for the people and communities we serve.

BaptistCare has today unveiled a new Vision, Purpose, Values and Brand that will define who the national purpose-led aged care and community services organisation is, why it exists, and how it shows up for the people and communities it serves.

At the heart of the new framework is a Vision of communities where everyone can live to their full potential, and a Purpose of being inspired by Jesus to champion care for all.

A new visual identity brings this to life through a flower in bloom with interlinking petals, representing the connections and communities of care at the centre of BaptistCare’s work.

The colour palette is warm, rich and distinctive, designed to reinforce a clear, recognisable identity grounded in care and optimism.

A central feature of the new brand is a bespoke tapestry created in collaboration with Australian artist Carla McRae, inspired by the voices of BaptistCare’s people across the country.

Earlier this year, employees shared their BaptistCare Moments, stories and images capturing what community of care means in everyday life, which Carla reimagined into a single, cohesive artwork.

Each element represents a person, a moment or a place, and together they form a powerful expression of connection, belonging and shared purpose.

Charles Moore, BaptistCare’s Chief Executive Officer, said the launch represents a milestone for the whole organisation.

“This is an exciting and important moment, and it belongs to all of our employees, customers and those who partner with us,” he said.

“Thousands of people across our organisation have worked incredibly hard to help us answer some profound questions: who are we, why do we exist, how do we behave, and how do we show up in the world?”

The Vision, Purpose, Values and Brand were developed through months of deep listening and co-design, with listening sessions held, surveys conducted, and sites visited across the country.

BaptistCare worked with specialist brand and organisational design firm Re to guide the process and shape the final framework.

The launch comes one year after BaptistCare’s regional organisations across South Australia, Victoria, Tasmania, Western Australia, New South Wales and the Australian Capital Territory formally came together as one national body.

BaptistCare’s new Vision, “Communities where everyone can live to their full potential,” reflects the belief that every person deserves dignity, respect and the support to live a meaningful life.

Our Purpose, “Inspired by Jesus to champion care for all,” speaks to BaptistCare’s faith foundations while affirming its commitment to openness and welcome to people of all backgrounds and beliefs.

The new I ACT Values – Inclusivity, Accountability, Compassion and Teamwork – which have also been welcomed by BaptistCare employees and volunteers, who will reflect them in how they care, connect and work together each day.

“Our new Vision and Purpose, along with our I ACT Values, reflect who our people already are and how they show up every day,” Mr Moore said.

“This is an exciting moment for us as a national organisation, where we can come together united under one purpose and vision and represent ourselves through our new brand.”

The new Vision, Purpose, Values and Brand will be rolled out progressively across BaptistCare over the coming years.